What’s Next for Orthopedics? Learnings from the AAOS ‘22 Show Floor

3 Min Read Written by: emerged

With conferences and trade shows kicking back into gear, our orthopedic-focused team went to the 2022 AAOS Annual Meeting to see what’s new in the industry. 

We can say with certainty it’s still the place to be for the “who’s who” of orthopedics, bringing the best minds in the business together to showcase exciting new technologies. Here are our learnings from a few days on the show floor. 

Exhibitors are back and eager

Phase 1 of the conference comeback is in full force. AAOS was full of exhibitors highlighting some of the best technological advancements available (and not yet available). 

We couldn’t help but notice the crowds that were surrounding VR initiatives in booths. It felt like CES and E3 were finally mixing in with AAOS. 

The need for non-invasive monitoring continues to be a strong topic of conversation for both pre-op and post-op, which is something we also saw as a trend at LSI ‘22

The attendee list was short

After a few years without trade shows, it seemed exhibitors were hungry to get back on the floor, however, attendees may not have been as excited. We heard from numerous exhibitors that the “non-exhibitor” attendee list was rather short and extremely limited in availability.

For an annual meeting of orthopedic surgeons, there were certainly fewer surgeons in attendance than expected – once again proving how difficult it is to reach health care professionals even post-lockdown, with limited in-person access and a shift to digital interactions.

While we’re hopeful the next phase of conferences will bring higher physician attendance, we can’t help but wonder if the transition to digital CME has permanently changed the landscape of conferences and in-person selling (as we explored in our trade show industry report).  

Success is subjective to conference goals

AAOS is still the place to be. Technology is continuing to evolve at a rapid pace allowing surgeons more opportunities to provide better outcomes for their patients both in procedure and post-procedure.

But your measure of success leaving the conference might depend on your company and goal. 

See new and exciting tech? Check. 

Execute a successful defensive marketing strategy? Sure. 

Networking with some of the best in the business? Of course. 

Prospecting and revenue-building? Well….

What’s it mean for exhibitors when the orthopedic surgeons and HCPs you actually want to talk to don’t show? 

How to prospect without relying on trade show leads

We’ve heard from industry professionals that they’re struggling to get in front of prospects to build their sales pipeline. Those that held out hope to generate leads from the show floor were likely disappointed by the outcome.

Especially since many companies don’t have prospecting alternatives or are also facing challenges like:

  • Bad purchased lists or poor lead quality
  • Unanswered cold emails and LinkedIn messages
  • Time-intensive cold calling (coupled with constrained internal resources)
  • Sales staff turnover (see above)
  • Inconsistent rep groups/distributors

So where do you go from here?

With Emerged’s proven outbound tactics and proprietary prospect data, we can solve these challenges in a scalable, consistent, and cost-effective way. Our platform will find your target prospects, nurture them in a multi-channel campaign and get them to engage. Your sales reps take it from there.  

Focus your team on what they do best – closing deals. Schedule a call to learn more.